Patent trolls scare agencies

03/13/2011 | Advertising Age (tiered subscription model)

Marketers and ad agencies are being taken to court by patent holders over common digital techniques used in ads, such as drop-down menus and placement of product descriptions next to images. The practice, known as patent-trolling, is costing the industry millions of dollars, ad executives say, and has even brought together Google and Microsoft in a court challenge.

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